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International Marketing at BI

International Marketing at BI. Organisation Activities National market International market India discussion. BI Markets. Continuing Education – Norway Post experience Youth – Norway Pre experience International All English-taught programmes. Marketing activities Norway.

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International Marketing at BI

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  1. International Marketing at BI

  2. Organisation • Activities • National market • International market • India • discussion

  3. BI Markets • Continuing Education – Norway • Post experience • Youth – Norway • Pre experience • International • All English-taught programmes

  4. Marketing activitiesNorway Media campaigns (online, print, television, cinema’s) Fairs for potential bachelor & master students Visits from high school students at campus Visits from BI students at high schools Informationmeetings Breakfast meetings (academic lecture in a specific subject) Online-meetings (academic staff and/or a counsellor) Newsletters PR-campaigns Brochures Direct mail (prospects and students)

  5. International Programmes • Bachelor of Business Administration • Bachelor of Shipping & Finance • 7 Pre-experience master programmes • Innovation and Entrepreneurship • Business & Economics • Strategic Marketing Management • Financial Economics • Leadership and Organisational Psychology • Political Economy • International Management • Professional Accountancy • Doctoral programmes • Executive MBA programmes • General Management • Energy Management • Shipping Management • International Summer Programme • + transnational programmes in China and Vietnam

  6. Organisation International Marketing Central: International Office Marketing Department Decentral: Programme Units BBA Master Programmes Ex. MBA programmes Importantcentral support units: Career service Alumni service Admissionoffices

  7. Development • From ’the world is ouroyster’ to prioritizingselected markets • Increasinginvolvementof Marketing Department • DevelopmentofNicheprogrammes, e.g. Energy Management, Shipping • Cooperation withinternational partners • Executive joint programmes • Double degree (master) • Pathwayprogrammes • Transnationaleducation in China and Vietnam

  8. Marketing Activities International • Media campaigns (online, print) • Horizontal – aggregatorsites • vertical • Fairs • Informationmeetings • General/Open • At partner institutions • At agents

  9. Entry modes

  10. sample

  11. sample

  12. sample

  13. Postcard

  14. Students from China and India accounted for nearly one third of all non-EU domicile students at UK HE institutions in 2008/09. The number of students from other EU countries also continued to rise between 2007/08 and 2008/09 Source: HESA Students in Higher Education Institutions 2007/08, 2008/09

  15. International Market Challenges • Norway not wellknown (as studyabroadcountry) • Whystudyinternational business in Norway? • Findingthe right niches: Energy, Shipping etc? • PerceptionofNorway as an expensivecountry • Scandinavia’s/ Norway’sreputation as a region/countrywherehighereducation is for ’free’ • Ranking(s) • Two-year master degrees • Growing and aggressive competition • Netherlands, Germany, France, Denmark, Finland, Sweden

  16. India – a case study • US$13 billion is spent every year by about 450,000 Indian students enrolled in higher education abroad • Over 150,000 students every year go overseas for university education • The primary reason for a large number of students seeking professional education abroad is lack of capacity in Indian institutions. • Students of Indian origin are traveling in higher numbers than ever before to pursue higher education abroad • Why do Indian students study abroad? • Quality of education in countries such as India is not as good as it is abroad • They want to experience education in different socio-economic-climatic setting • Education abroad has high symbolic social status value • Education is the best excuse to enter the 'first world' and settle there. Living conditions are better (mainly from materialist point of view) there than where they live.

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